Vice Media Stretches Into the Food Hall Space
In 2018, the popularity of Asian-style food halls is booming in the West. Far from the outdated mall food courts of the 90s, these hubs house independent vendors and communal eating spaces. Tapping into this trend, US digital media giant Vice is opening a food hall in New Jersey next year.
The Munchies will be one of two food halls in the new 3m sq ft American Dream shopping and entertainment complex. It will house space for 18 independent vendors, as well as a stage area for chef demos and video shoots.
This is the latest in a series of non-digital food ventures for the media brand, which have included a meal-kit partnership with US brand Chef'd and its first cookbook, which launched in July. For more on how digital brands are stretching their foodie remit, see BuzzFeed's Bluetooth Cooktop and Brand Stretch: Elastic Food & Drink Development.
Food halls are set to be the next move on from street-food concepts – giving the idea a more structured, luxe angle while retaining its independent edge. Other notable developments include London's Market Hall, located inside a disused tube station building (the first three are set to open in the next year), and the Big Apple's Fête New York, a 12,000 sq ft space dedicated to nine up-and-coming chefs, set to open in spring 2019.